Alexis Exhibits

Deploying Online Marketing Strategies to Promote Trade Shows

The Internet is called the “Information Highway” for a reason, as it provides an easy way to quickly to find information on an endless array of topics. It also provides an ideal vehicle by which to educate and communicate with vast numbers of people. For all these reasons, the Internet is a great way to promote your company, its products, as well as its involvement in upcoming trade shows.

Deploying a web-based strategy can help you maximize the chances of trade show success by increasing your exposure and message frequency to your target audience. It’s important to integrate e-marketing techniques to promote trade show participation before, during, and after each event.

Before the Show.

Devote an entire section of your company’s website to highlight your participation in an upcoming trade show or event. Cross-promote this particular page and your site in traditional printed marketing materials, such as brochures, newsletter, or advertisements.

For people who are attending the show, provide an online form for them to fill out to schedule a demo, then follow up by phone to confirm the time. Have another form for people who are unable to attend the show—but are still interested—so you can provide them with information.

Contact the show’s management and seize any opportunities to utilize marketing vehicles it uses to promote the show, such as websites, publications, or newsletters. If the show has a website, look at web advertising, such as banners, links or any type of promotional copy, to lure site visitors to your site.

Generate some pre-show buzz by promoting a contest, quiz, drawing, game or other incentive on your website. Contestants should be directed to your booth during the show to receive their prize, find the answer, etc.

During the Show.

Promote your online marketing resources. Ask visitors to your booth for contact info so you can add them to your online distribution list for newsletters, e-zines, etc. These online resources provide them with helpful tips so be sure and present this as an opportunity for them to receive something of value, not just advertisements and junk email.

Give the winners of promotional contests or quizzes some face time on your web site. Highlight photos of winners collecting their prizes at the show. And, let visitors to your web site who were unable to attend the event register for contests, drawings, etc.

Update your web site with daily highlights from the show. Include news, product launches, customer interviews, speaker summaries, etc., to keep everyone who couldn’t attend the event up to date.

After the Show.

Update your web site immediately. Add streaming videos of product demos or customer testimonials from your exhibit. Your customers can often tell a more compelling and credible story than your sales people by explaining how your company’s product solved a problem for them. Prospective customers often can relate to your other customers because they possibly share the same problems, concerns, and issues that need to be resolved.

Integrate new prospect email contact info into your database to develop an ongoing web-based communications program that includes email, e-newsletters, e-zines, and other important corporate announcements.

Make sure your site is continuously updated and stocked with valuable, useful content for your existing users and potential customers. The web is an excellent place to gather information about new products and technology. Seize the opportunity to use your web site to position your company as a thought leader in its industry.

Make your Trade Show Exhibit a PR Showcase

Every trade show is a public relations opportunity.

Your Trade Show Exhibit plan should be designed to target your target customer markets and the event, but here are a few tips that will help you make a PR impact.

Determine your PR objective

The best PR efforts have a singular, focused objective. Are you trying to increase awareness of your company’s products, services and/or brand? Are you trying to reach new prospects? Do you want to expand your distribution channels and recruit new distributors or dealers? Are you most interested in maintaining a presence and enhancing your company’s visibility?

What is your news?

If you want press, you need to create a story, you need to have a news hook. Are you introducing a new product or service? Has your company achieved a new milestone?

If you do not have news, looks for ways to create news value. For example, did your company recently complete a new research study about the industry or your products, and can you release some of this information for the first time at the trade show? Can you provide insight into current industry trends?

Build media interest before the show

Look at past events and see how much press coverage exhibitors received. Generally, national and international industry trade shows and conferences get the most coverage. Before the show, contact trade and local reporters who are likely to cover the event. Also, connect with any media representatives who are pre-registered for the show. Your overall goal is to secure media interest in your company, and if possible, schedule interviews during the show.

Work with the event organizers

Most trade show organizers engage in media promotion throughout the year. They are often the best source of information about who will be covering the show.

Put together a press kit

At least a month before the show, put together a press kit. Include information about your company, products and services, performance reports, past articles, key executive bios, and other material that will help reporters feature your company and your products. Include one press contact in your press kit.

Arrange to have your press kit in the media room or delivered to reporters. And, always have a few extra copies in your trade show booth.

Issue a press release from the show.

Make your news the focus of the press release and include a senior executive as the contact from your company.

A carefully planned tradeshow PR strategy can help you attract positive press coverage at your next trade show. It can also make your trade show exhibit investment more productive.

Ten Tips for Better Trade Show Exhibits

Trade shows can be one of the most cost-effective ways for your company to reach qualified prospects. And with a little bit of planning you can dramatically improve your results.

  1. Start planning as soon as you know you will be attending the show. Make your booth space reservation as far in advance as possible so you can select the best location and size.
  2. The majority of trade show attendees plan their trade show exhibit visits before the show. 75% of buyers arrive with pre-set purchasing objectives. A pre-show marketing campaign is essential to making the most of your trade show exhibit investment.
  3. Most trade shows are covered by local and industry media. Before the show, invite local media contacts to visit your booth. Find out if there will be any trade press at the show and set up a time to meet.
  4. Promote the shows your company will be exhibiting at and your booth location on your company website, Twitter and Facebook pages.
  5. Avoid printing anything at the trade show or at a hotel business center. Ship copies from your office or a printer to the show.
  6. Put together a comprehensive inventory list before you ship your exhibit. This will make check in and out-bound shipping more efficient, and better ensure that any missing items are identified rapidly.
  7. Bring more sales collateral and business cards than you think you could possibly need. You cannot afford to run out and it is inexpensive to ship it back to your office.
  8. Bring backup copies of all multimedia presentations on CDs just in case you have an issue with your laptop. You can also store copies of presentations online so that you can access them and download if needed.
  9. Organize your trade show leads in the downtime during the show and start to follow-up even before you leave the exhibit floor. Send the contact information for prospects to your office from the show and have someone send out requested collateral material to these prospects so it is waiting for them when they return to their office.
  10. Put together a trade show exhibit emergency kit: packing tape, scissors, pens, epoxy putty, a small trash can, power strips, extension cords, USB flash drives, cutting tools, and a tool kit. Add in anything that you might need for small emergency booth repairs and replacement parts for anything that can wear out or burn out like light bulbs.

Trade show exhibits are a big investment. Just a little bit of planning and a few tips from the pros, and you are well on the way to having a less stressful and more successful trade show exhibit.

Make a Big Impact With a Small Trade Show Exhibit

You may be planning a small trade show booth, but that doesn’t mean that you can’t make a big impact. Here are a few ways to make any exhibit a big win.

Keep it simple
Your exhibit will stand out if you create a very simple booth. Keep it uncluttered, only include the essentials, and make it open and inviting.

Look professional
Make sure that every aspect of your booth is professional – from your exhibit, to your sales collateral, to your booth staff. A professional looking booth is critical to building credibility and to attracting traffic.

Be dramatic
Use distinctive materials, tension fabrics, woods, colored metal and layered graphics to present a current look and build visual interest.

tallgiraffeThink tall
Design a booth that incorporates one tall element that is visible above the crowd. It can be as simple as an overhead sign with a unique design, shape and movement, or something more unusual like moving lights on a group of hanging banners.

Get the best booth staff
In a small booth, the staff can be the difference between engaging attendees and just blending into the background. Make sure to have an outgoing, knowledgeable team at the show.

Start your marketing before the show
About 75% of show attendees decide on exhibit visits and seminar attendance in advance. Set up meetings with clients, prospects, and press ahead of time.

Follow-up after the show
Don’t let one hot lead fall through the cracks; make sure to follow-up all the qualified leads after the show.

It doesn’t matter if your trade show exhibit is the largest at the show or a smaller booth, the same principles of great trade show presentation still apply. Make sure your trade show exhibit stands out from the rest of the show, that your team executes flawlessly and every element works to bring your brand to life.

Increase Trade Show Booth Traffic with Basic Promotion Tips

Tradeshows represent a big investment. The cost of the exhibit and related services and utilities are just the beginning. Travel and lodging costs for staff will often double the total cost.

Optimize your return on investment with some supporting promotion.

graph_increaseAt a major show, the average trade show attendee will spend more than 2 minutes in just 26 booths. There are in excess of 1000 booths in most major shows!

You should do everything possible to increase the chances that your booth will be one of these 26 for your most important prospects. Some promotion is easy, and also either cheap or free! You should touch every base for every conference where you exhibit.

  1. Modify your email signature
  2. Contact all of your prime prospects to set appointments
  3. Put a notice in every shipment
  4. Mention your booth number in your ads
  5. Put a banner ad on your own website
  6. When you invite people to your booth, tell them what’s in it for them
  7. Take the time to fill out the show’s exhibitor profile
  8. Take advantage of any publisher-offered opportunities for pre-show publicity
  9. Wear your logo shirt or badge at all times
  10. Use Social Media to create excitement about your booth

Following these basic promotion tips will attract the most important prospects! Let’s Talk.